21世纪的消费者：获取信息和寻求替代能力越来越强

六只腿

<p class="MsoNormal" style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 24pt; LINE-HEIGHT: 20pt; mso-char-indent-count: 2.0; mso-char-indent-size: 12.0pt;"><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">21</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">世纪消费者，特别是对于购买高价位商品和服务过程中，最重要的变化是他们获取信息的能力的变化（获取信息的能力大大增强）。当今</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">接通电源</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">（进入网络）的消费者能迅速了解世界各地正在发生的事情，知道各处出现的新商品和服务，也知道它们的价钱。美国著名教授理查德</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman"> W.</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">奥利弗认为：工业时代征服了空间，使我们成为一个世界；信息时代征服了时间，使我们成为一个村庄</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">——</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">这个新的商务世界被称为</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">地球村</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">。在</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">地球村</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，每个人都想靠行动获得成功。消费者具有这样的能力并且日益显示出他们运用这种能力的倾向。因此，</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><font face="Times New Roman">21</font></span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">世纪的消费者</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，在当今经济的市场中，几乎拥有与供给者相等的信息。被动消费者的时代已一去不复返了。如果你不愿意提供出客户想要的所有信息，他们会毫不犹豫地转向他处。由于在因特网上很容易找到有竞争力的产品，所以客户改变本意的成本几乎为零。由于消费者受时间和财力的限制，再加上某种</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">“</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">顾虑</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;; mso-hansi-font-family: &quot;Times New Roman&quot;;">”</span><span style="FONT-SIZE: 12pt; FONT-FAMILY: 宋体; mso-ascii-font-family: &quot;Times New Roman&quot;;">，像最近人们对将硅植入人体的关注一样，现代消费者总是主动寻找新的产品信息。如果时间紧迫，以致不能通过自身的努力获得全部信息，消费者会转向可靠的、独立的、第三方的信息来源，即从消费信息顾问转到一种新的代理软件或者网站平台。这些智能代理软件或者网站平台在未来必定成为帮助消费者从大量现有的信息中进行有效分选的主要工具。</span><span lang="EN-US" style="FONT-SIZE: 12pt;"><p></p></span></p>